Factors Influencing Online Buying Behavior of Customers in Saudi Arabia: العوامل المؤثرة على سلوك المستهلك عند التسوق عبر الإنترنت في السعودية

Abstract

Recent years witnessed the establishment of many Saudi online stores; the accessibility of such online stores provides online shopping facilities that will increase online shopping in KSA. Therefore, it becomes highly important to study and understand the different factors that affect consumers’ behavior towards online buying in Saudi Arabia based on the fact that e-commerce has been one of the strategic objectives that support fulfilling the Saudi Vision 2030. The purpose of this study is to identify factors that could influence the buying behavior of customers in Saudi Arabia. The present paper has used the descriptive analysis to study the influence of various factors. Saudi online customers are the targeted population of the research. This study collected data using a convenience sampling method. The data was collected through a questionnaire on a sample of 212 respondents. The results of this paper show a positive attitude toward online buying among Saudi customers. The findings confirm that trustworthiness, price, convenience and customer satisfaction are determinants of online buying continuance and they could influence online buying behavior. The findings show that there is no significant difference in online buying behavior, according to social influence. Online Saudi companies should concentrate on setting effective marketing and sales strategies to get more customers into online buying. The findings contribute to the projected growth of e-commerce in Saudi Arabia in light of Saudi Vision 2030.